Coca-Cola Kenya on Friday rolled out its worldwide brand philosophy and platform called Real Magic in the Kenyan market. Real Magic is the first new global brand platform for Coca-Cola since 2016 and was launched alongside a refreshed visual identity for the company, as well as a new perspective on the Coca-Cola logo.
In Kenya, the company has been in existence for 70 years since 1951.
“We continue to invest in the market. Over the last five years, for example, we put about $400 million dollars for the state of the art manufacturing and getting us great lines in play. But we actually are more than just producing drinks and refreshing the world as a brand we want that stands for great sheer joy, togetherness and celebratory moments,” Debra Mallowah, Vice President for the East and Central Africa Franchise said.
Debra emphasised that through the Coca-Cola identity, it redefines its trademark promise – to unite and uplift people every day.
“Those of you that have humanity, feeling the magic in every day, cool, crisp and refreshing, we will not take away and we may not take away the challenges that the world faces today. But we know we can use our brand, as we have done many times before, to create positivity and optimism around us and to remind the world that despite all this, that the real magic of humanity remains one of the greatest assets we can ever be given. Coca Cola invites everyone to embrace the magic of humanity. Celebrate with us as we officially unveil this real magic brand philosophy in Kenya,” she said.
Diego Ricalde, Vice President, Marketing, Africa Operating Unit said the Real Magic launch will revolve around the “One Coke Away From Each Other.” campaign.
One coke away from each other is a metaphor that speaks to the belief that what unites us is greater than what sets us apart and celebrates our common humanity.
“There are many things that are separating us. AndCoca-Cola has been always a brand to embrace diversity, inclusion, and to bring people together. Togetherness has been always part of the essence of this brand,” said Ricalde.
“Some of us may think that we are hopeless. But Coca Cola is a brand that has spread optimism, that is has a positive perspective, and has hope that we are going to have a better and brighter future. And only when we embrace diversity, and when we bring people together, when we are able to build bridges instead of separating us. Only when we see those moments happening, we see real magic happening.”
He also added that the “Real Magic” platform includes a new design identity for the Coke Trademark anchored by a fresh expression of the Coca-Cola logo.
“We want to introduce also a new perspective of our iconic logo. “Now inspired by his appearance on the product, we are highlighting the heart shape to embrace cultural, humanity and authenticity in the same spirit.”
Kenyan artists who have been selected as brand ambassadors of the real magic campaign include Sarah Hassan a Kenyan actress, Kennedy Ombima, (King Kaka), Nadia Mukami and Nancy Wanjiku (Shix Kapienga).
Those who also attended the launch include Xavier Selga, Managing Director, Coca-Cola Beverages Africa- Kenya, Isabelle Kariuki-Rostom, Frontline Marketing Director, Coca-Cola East and Central Africa Franchise and Miriam Limo-Frontline Marketing Portfolio, Senior Manager-Kenya.